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Polk Unveils Vehicle Loyalty Analysis Tool
Automotive research specialist R.L. Polk & Co has launched its Commercial Vehicle Loyalty Analysis solution, which provides metrics that enable truck and engine manufacturers to better understand the loyalty of their customer base and analyse growth opportunities.
The new tool uses vehicle registration data to measure sales, retention and defection by categories such as fleet size, vehicle type, cab configuration and model. It examines new truck registrations for the previous five years to ascertain the drivers of brand loyalty, and also provides a multi-year picture of market movement at a national, regional or dealer level.
Gary Meteer, Account Director for Polk's Commercial Vehicle Team claims: 'Our product is the first to use fact-based, measurable data to create a solution that helps companies increase vehicle sales volumes and market share. It is not a survey of purchase intention; rather, a measurement of actual vehicle transactions.'
Polk is based in Southfield, Michigan, with operations in Australia, Canada, China, France, Germany, Japan, Spain, the UK and the US. The firm is online at www.polk.com .
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